The SPAR Women's Challenge takes place annually at the Durban King's Mead Stadium in an effort to support and unite the women of the country through a short distance walk or run. People from far and wide come out in numbers to join the race, either in pursuit of gold or simply as a bonding experience.
Over the past five years, the event has attracted almost 100,000 participants, making it one of South Africa's largest women's participation events and a platform that Hyundai Automotive South Africa believes reflects the changing face of the country's consumers.
During those five years, brands like Hyundai have shown their unwavering support by being part of the movement and being present as supporters in the event, where they host pop-ups for people to interact with. Recently, they have joined the gift-giving train. This is because Hyundai has started an initiative where the ladies participating in the competition stand a chance to drive off in a new Hyundai model.
“Women are playing an increasingly influential role in South Africa’s automotive consumer trends and our partnership with the SPAR Women’s Challenge recognises this economic reality,” said Stanley Anderson, CEO of Hyundai Automotive South Africa.
“Our own internal research shows that 67% of Hyundai EXTER buyers are women between the ages of 20 and 50. They value safety above all else, followed by fuel efficiency, value for money and stylish design. The Tshwane Women’s Challenge brings together exactly these influential consumers hence our strategic positioning of this much-loved model. The business sales are mutually beneficial for both partners.”
Johan Nel, Sales Director at Hyundai Automotive South Africa said the partnership illustrates how data-driven sponsorships can build stronger relationships with customers. “Hyundai’s partnership with SPAR extends beyond the finish line. Through the SPAR Win-a-Car Super Savings Campaign, SPAR has purchased and given away more than 50 Hyundai EXTER vehicles through weekly draws, rewarding customer loyalty.
This year’s event, held at SuperSport Park Stadium in Centurion, also produced one unforgettable personal story when participant Reneilwe Biloane from Hammanskraal won a brand-new Hyundai EXTER. The vehicle, valued at R269,900 was presented by Hyundai Centurion Dealer Principal, Dean Turnbull.